Please use this identifier to cite or link to this item:
Title: Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets
Authors: Yamoah, FA
Duffy, R
Petrovici, D
Fearne, A
Citation: Journal of Business Ethics, 2016, 136 (1), pp. 181 - 197
Abstract: © 2014, Springer Science+Business Media Dordrecht. Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to purchase ethical products. While researchers largely attribute the growth of ethical consumerism to an increase in ethical consumer concerns and motivations, widened distribution (mainstreaming) of ethical products, such as fairtrade, questions these assumptions. A model that integrates both individual and societal values into the theory of planned behaviour is presented and empirically tested to challenge the assumption that ethical consumption is driven by ethical considerations alone. Using data sourced from fairtrade shoppers across the UK, structural equation modelling suggests that fairtrade purchase intention is driven by both societal and self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour m odels and helps advance understanding of consumers’ motivation to purchase ethical products.
ISSN: 0167-4544
Appears in Collections:Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdf2.25 MBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.